Internet Marketing Digital_marketing_for_dummies | Page 124

that ultimately lead to sales. The keys to higher conversion rates from blog content are as
follows:
Relevance: The offer you make in the post needs to relate to that article’s topic. The
more congruent the offer, the more likely you’ll secure a conversion.
Consumption: If the copy is difficult to get through, readers will leave your page in
frustration.
To help meet the goal, be sure to include the following in each article that you publish:
A clear call to action (CTA) that is relevant to the subject matter of the article.
Effective copy and design for the call to action so that it compels readers to take the
desired action.
A call to action that is located in one or more prominent positions within the post,
giving it a better chance of being seen.
Figure 5-6 shows a call to action from The New York Times that pops up over the blog post,
catching visitors’ attention before visitors leave the site. This CTA has a simple message
and design that helps to grab attention and generate clicks.
Source: http://www.nytimes.com/2016/11/15/world/europe/putin-calls-trump.html?_r=0
FIGURE 5-6: An article from the NYT with a strong CTA.
Includes quality media
The images, videos, and audio files that you include in an article make up the media of